营销调研运用EXCEL数据分析2E全套配套课件AlvinC.Burns Burns_2e_03.ppt

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1、BasicMarketingResearch:UsingMicrosoftExcelDataAnalysis,2ndEditionAlvinC.BurnsLouisianaStateUniversityRonaldF.BushUniversityofWestFloridaPrenticeHallPublishersStepsintheMarketingResearchProcessIncludingDefiningtheProblemandResearchObjectivesChapter3An11stepprocess:thereisnothingmagicabout11step

2、sNotallstudiesuseall11stepsFewstudiesfollowthestepsinorderTheMarketingResearchProcess:CaveatstoStep-by-StepProcessIstherearealneedformarketingresearch?Researchtakestimeandcostsmoney.Marketingresearchisnotalwaysneeded.Step1:EstablishtheNeedforMarketingResearchThisisthemostimportantofthe11steps.

3、Iftheproblemisincorrectlydefined,allelseiswastedeffort.Problemsmaybeeitherspecificorgeneral.Problemsstemfromgapsbetweenwhatissupposedtohappenandwhatdidhappenandgapsbetweenwhatshouldbehappeningandwhatcouldbehappening.Step2:DefinetheProblemResearchobjectives,whenachieved,providetheinformationnec

4、essarytosolvetheproblemidentifiedinstep2.Researchobjectivesstatewhattheresearchersmustdo.Step3:EstablishResearchObjectivesExploratory?Descriptive?Causal?Step4:DetermineResearchDesignPrimaryinformation:informationcollectedspecificallyfortheproblemathandSecondaryinformation:informationalreadycol

5、lectedStep5:IdentifyInformationTypesandSourcesSecondarydataisrelativelyeasytoaccess;primarydataismuchmorecomplex.Fourmainchoicesforaccessingprimarydata:HaveapersonaskquestionsUsecomputerassistedordirectquestioningAllowrespondentstoanswerquestionsthemselveswithoutcomputerassistanceUseacombinati

6、onoftheabovethreemethodsStep6:DetermineMethodsofAccessingDataQuestionnairemustbewordedobjectively,clearly,andwithoutbiasinordertocommunicatewithrespondents.Observationformsareusedtorecordobservedbehavior.Step7:DesignDataCollectionFormsSampleplansdescribehoweachsampleelement,orunit,istobedrawnf

7、romthetotalpopulation.Theplandeterminesifthesampleisrepresentative.Thesizeofthesampledetermineshowaccuratelyyoursampleresultsreflectvaluesinthepopulation.Step8:DetermineSamplePlanandSizeDatacollectionerrorsmaybeattributedtofieldworkerso